Don’t Knock It ’Til You Try It

May 2nd, 2008

You’ve heard the old adage: “Don’t knock it until you’ve tried it.” Well, in the world of consumer marketing the newest mantra is: “Don’t buy it until you’ve tried it.” There’s an emerging trend called tryvertising, which is all about consumers becoming familiar with new products by actually trying them out. Oh yeah, and there’s usually no pressure to buy.

Not bad. It’s like free samples on steroids. And it’s being used by everyone from the Ritz-Carlton to Mercedes Benz to Sony Playstation. The latest example of tryvertising was undertaken by Ikea recently in Stockholm.

The home goods retailer set up a Sovhotell (sleep hotel) in one of the city’s downtown shopping centers. After checking in at Sovhotell’s front desk, guests were asked whether they normally sleep on their stomach, side or back, and were given a pillow to suit their personal sleeping style. In addition to single and double beds, the Sovhotell also featured a bridal suite. Shoppers apparently responded quite favorably to this surprising little respite from the rigors of mall madness.

Ikea got the inspiration for the idea from their own shoppers who are occasionally found napping in the bedroom section. Will it get any new customers from the practice? Who knows, but they certainly made an impression with some weary shoppers.

So the next time you have an urge to buy something new, wait. You may be walking in a mall or staying in a hotel and get the chance to try it first, no strings attached. There may not be truth in advertising, but tryvertising can’t lie. So don’t knock or buy it until you’ve tried it.

Posted Under: Advertising, Innovation & Technology
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